Bundle: Breakfast Trends and Opportunities (3 Reports)

Breakfast: Retail Product Trends and Opportunities in the U.S., 2nd Edition

CHAPTER 1: EXECUTIVE SUMMARY

THE MARKET

Scope of Report

Report Methodology

REPORT SUMMARY

Market Factors

Segment Dollar Size vs. Projected Growth Rate Leaders

Table 1-1 Current and Projected U.S. Retail Sales of Selected Breakfast Products: By Category and

Segment, 2016 vs. 2017 and 2022P (in millions of dollars and percent change)

Attitudes Toward Breakfast

Cereal

Frozen Breakfast

Breakfast Breads

Breakfast Proteins

Yogurt & Smoothies

Other Breakfast Foods

CHAPTER 2: MARKET FACTORS

KEY POINTS

POPULATION TRENDS

Aging Population Impacts

Table 2-1 Total U.S. Population by Age Demographic, 2016-2020 (in number and percent of adult population)

Growth of Multicultural Population Influences Market

Table 2-2 U.S. Population by Race/Ethnicity, 2016-2020 (in number and percent of population)

THE FAMILY HOUSEHOLD

Focus on Child Consumer to Foster Strong Breakfast Habits

Table 2-3 U.S. Child Population by Age Bracket, 2016-2020 (in number and share of child population)

Kids Wield Power Over Household Food Purchases, Especially Breakfast Foods

Figure 2-1 Kids as Influencers, December 2017 (percent of respondents with children under 18 in HH)

Table 2-4 Kids as Influences by Food Type, December 2017 (percent of respondents with children under 18 in HH)

INCOME, CONSUMER CONFIDENCE, AND IMPACT GROCERY SPENDING

Highest Household Income Demographics

Figure 2-2 Median Household Incomes, by Age of Householder, 2016

Rising Consumer Confidence Equates to Willingness to Spend

Figure 2-3 Consumer Confidence, 2008-2018

Gap Narrows Between Food Sales at Home and Away From Home

Figure 2-4 Food Sales, 2008-2018

HEALTH AND WELLNESS TRENDS

American’s Waistlines Still Expanding

Figure 2-5 Trends in Adult and Youth Obesity, 1999–2000 through 2013–2014

The Importance of Health-Related Product Claims and Positioning

Table 2-5 Shopper Draw for “No/Low” Claims, December 2017 (percent of adults)

Table 2-6 Shopper Draw for Selected Dietary Lifestyle Product Claim, December 2017 (percent of adults)

Implications for the Breakfast Food Market

Healthy Breakfast Food at Retail

Figure 2-6 Annie’s Homegrown Cereals

Figure 2-7 Amy’s Kitchen

Figure 2-8 Nature’s Path Sunrise Breakfast Biscuits

The struggle between healthful and indulgent breakfast food at restaurants

RETAIL SALES PROJECTIONS AND TRENDS

Segment Dollar Size vs. Projected Growth Rate Leaders

Table 2-7 Current and Projected U.S. Retail Sales of Selected Breakfast Products: By Category and Segment, 2016 vs. 2017 and 2022P (in millions of dollars and percent change)

Walmart Leads in Grocery Retail

Table 2-8 Selected Retail Chains Shopped, 2017 (percent)

CHAPTER 3: ATTITUDES TOWARD BREAKFAST

KEY POINTS

Breakfast as the Most Important Meal of the Day

Table 3-1 Attitudes Toward Relative Importance of Mealtimes, 2017 (percent)

The “Breakfast Believer”

Table 3-2 Usage Indexes for Breakfast Prioritizers by Demographic, 2017

Breakfast Believers Tend to be Health-Minded

Table 3-3 Selected Attitudes Toward Health and Food: Households Overall vs. Breakfast Prioritizers, 2017

Breakfast Believers Feel Guilty Indulging in Sweets or Fattening Foods

Table 3-4 Selected Attitudes Toward Indulgence and Food: Households Overall vs. Breakfast Prioritizers, 2017

Household Penetration of Breakfast Foods

Figure 3-1 Household Usage Rates of Selected Breakfast Foods, 2017 (percent)

Table 3-5 Household Usage Rates and Indexes of Selected Breakfast Foods, 2017

CHAPTER 4: CEREAL

KEY POINTS

HOUSEHOLD PENETRATION OF CEREAL

Highest Usage Rates Among Breakfast Foods

Table 4-1 Usage Rates for Cereal, 2017 (number and percent of households)

Trends Over Time

Figure 4-1 Household Usage Rates for Cereal, 2007-2017 (percent)

Key Demographics

Table 4-2 Usage Indexes for Cereal by Demographics, 2017

MARKETING AND PRODUCT TRENDS

Sweetening the Cereal Bowl to Drive Kid Appeal

Figure 4-2 Kellogg’s Unicorn Cereal

Figure 4-3 Post Cookie Cereals

Figure 4-4 Kellogg’s Chocolate Cereals

Overnight Oats Hit Morning Trifecta: Health, Quick Prep, and Portability

Figure 4-5 Quaker Overnight Oats

Figure 4-6 Dave’s Gourmet Overnight Oats

Hot Cereals Focus on Single-Serve, Portable Formats Underscored With Health Claims

Figure 4-7 thinkThin Protein & Fiber Hot Oatmeal

CHAPTER 5: FROZEN BREAKFAST FOODS

KEY POINTS

HOUSEHOLD PENETRATION OF FROZEN BREAKFAST FOODS

Waffles Post Highest Usage Rates

Table 5-1 Usage Rates for Frozen Breakfast Foods, 2017 (number and percent of households)

Trends Over Time

Figure 5-1 Household Usage Rates for Frozen Breakfast Foods, 2007-2017 (percent)

Key Demographics: Frozen Waffles/Pancakes/French Toast

Table 5-2 Usage Indexes for Frozen Waffles/Pancakes/French Toast by Demographics, 2017

Key Demographics: Frozen Entrées/Sandwiches

Table 5-3 Usage Indexes for Frozen Entrées/Sandwiches by Demographics, 2017

MARKETING AND PRODUCT TRENDS

Innovation Attributes

Kid Appeal

Figure 5-2 Eggo

Figure 5-3 Bagel Bites Breakfast

Premium Quality and Unique Flavors

Figure 5-4 WaffleWaffle

Figure 5-5 Jimmy Dean Premium Breakfast Bowl

Figure 5-6 El Monterey Morning Squares

Nutrition

Figure 5-7 Vans Simply Wholesome

Figure 5-8 Kodiak Cakes Toaster Waffles

CHAPTER 6: BREAKFAST BREADS

KEY POINTS

HOUSEHOLD PENETRATION OF BREAKFAST BREADS

Perennial Favorites

Table 6-1 Usage Rates for Breakfast Breads, 2017 (number and percent of households)

Trends Over Time

Figure 6-1 Household Usage Rates for Breakfast Breads, 2007-2017 (percent)

Key Demographics: Bagels, Croissants, and Packaged Muffins

Table 6-2 Usage Indexes for Bagels, Croissants, Packaged Muffins by Demographics, 2017

Key Demographics: Breakfast Pastries

Table 6-3 Usage Indexes for Breakfast Pastries by Demographics, 2017

MARKETING AND PRODUCT TRENDS

Balancing Health and Indulgence

Integrating Health

Figure 6-2 Franz Bakery Bagels

Figure 6-3 Muffin Revolution

The Indulgent Factor

Figure 6-4 Entenmann’s Little Bites

Figure 6-5 Lidl Italiamo

CHAPTER 7: BREAKFAST PROTEINS

KEY POINTS

HOUSEHOLD PENETRATION OF BREAKFAST PROTEINS

Eggs, Bacon, and Sausage: Breakfast and Breakfast All Day

Table 7-1 Usage Rates for Breakfast Proteins, 2017 (number and percent of households)

Trends Over Time

Figure 7-1 Household Usage Rates for Breakfast Proteins, 2007-2017 (percent)

MARKETING AND PRODUCT TRENDS

Cues from Menu Trends

Breakfast Bowls

Figure 7-2 McDonald’s Breakfast Bowls

Breakfast Hash

Figure 7-3 Hash Kitchen Facebook Post, May 2018

CHAPTER 8: YOGURT & SMOOTHIES

KEY POINTS

HOUSEHOLD PENETRATION OF YOGURT & SMOOTHIES

Quick Breakfast Solutions

Table 8-1 Usage Rates for Yogurt & Smoothies, 2017 (number and percent of households)

Trends Over Time

Figure 8-1 Household Usage Rates for Yogurt & Smoothies, 2007-2017 (percent)

Key Demographics

Figure 8-2 Yoplait Go-Gurt Sour Patch Kids

Table 8-2 Usage Indexes for Yogurt & Smoothies by Demographics, 2017

MARKETING AND PRODUCT TRENDS

Innovation Through Flavor and Variety Expansion

Mix-In Mania

Figure 8-3 Chobani Flip Morning

Figure 8-4 Yoplait Mix-Ins

Figure 8-5 Noosa Mates

International Yogurts

Figure 8-6 Wallaby Organic

Figure 8-7 Icelandic Provisions Skyr

Figure 8-8 Oui by Yoplait

Non-dairy

Figure 8-9 Silk Yogurt Alternatives

Figure 8-10 Kite Hill Almond Milk Yogurts

Figure 8-11 Good Karma Flax Milk Yogurts

Figure 8-12 Forager Cashew Milk Yogurts

CHAPTER 9: OTHER BREAKFAST FOODS

KEY POINTS

HOUSEHOLD PENETRATION OF SELECT OTHER BREAKFAST FOODS

Several Popular Types of Breakfast Bars

Table 9-1 Usage Rates for Select Other Breakfast Foods, 2017 (number and percent of households)

Trends Over Time

Figure 9-1 Household Usage Rates for Select Breakfast Foods, 2007-2017 (percent)

Key Demographics: Breakfast/Cereal/Granola Snacks & Bars

Table 9-2 Usage Indexes for Breakfast/Cereal/Granola Snacks & Bars by Demographics, 2017

Key Demographics: Toaster Pastries

Table 9-3 Usage Indexes for Toaster Pastries by Demographics, 2017

MARKETING AND PRODUCT TRENDS

Toaster Pastries Focus on Kid Flavors

Figure 9-2 Pop-Tarts Facebook, December 2017

Figure 9-3 Pop Tarts Flavors

Breakfast/Cereal/Granola Snacks & Bars Focus 0n Convenient Nutrition

Figure 9-4 Nature Valley

Figure 9-5 RxBar

Figure 9-6 Lärabar Nut & Seed

Introduction: Scope of Report

Forward

PROFILES

Asian Influences in the A.M.

Biscuit Love

Breakfast Bowls of Champions

Chilaquiles and Migas: Beyond the Breakfast Burrito

Donuts with a Difference

Bent Eggs Benedict

Frittatas as Open-Faced Omelets

Juices

Breakfast Sausage Breaks Out

Shaksuka: Poached Eggs Middle East Style

Toasts and Breakfast Sandwiches

Waffles, French Toast, and Pancakes

Introduction: Scope of Report

Forward

PROFILES

Chilaquiles and Migas: Beyond the Breakfast Burrito

Deviled Eggsplosion

Bent Eggs Benedict

Frittatas as Open-Faced Omelets

There’s More to Meringue …

Okonomiyaki: As You Like It Japanese Pancakes

Shaksuka: Poached Eggs Middle East Style

Sous Vide/Slow Cooked Eggs

Yolk-Centric

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